The DoD Role in Crisis Communication outlines the Georgia National Guard's crisis communication strategy in 5 phases:
1) Shape - Determine messaging goals and key audiences.
2) Anticipate - Prepare communications staff and deliver messaging.
3) Respond - Coordinate imagery and engage media through social media.
4) Operate - Analyze coverage and leverage messages.
5) Transition - Demonstrate transition and community support through imagery.
The strategy aims to align messages across channels and synchronize words, actions, and imagery to provide value to key audiences. Quality communication before a crisis is key to effective crisis communication.
3. Ga DoD PAO DSCA Tasks
PHASE 0
SHAPE
Phase IV
STABILIZE
Phase V
TRANSITION
Phase III
OPERATE
Phase I
ANTICIPATE
Phase II
RESPOND
PHASE 0
Tasks: Determine strat
com message goals.
Complete PAG,
Determine key
messages by audience
and BPT respond to
media inquiries while
synchronizing initial
messaging with GEMA.
Media Posture:
Reactive.
Stratcom Priority: (C1)
Communicate
capabilities to outside
stakeholders.
Themes: Training and
preparedness
Phase I
Tasks: PAO staffs
MOC/JOC. Upon
determining responding
units, Component PAOs
deliver PAG and
instructions for media
engagement.
Media Posture: Active –
Primary engagement
through social media
channels
Stratcom Priority: (S1)
Localize response story
to feature Guard
response.
Theme: DSCA
capabilities unique to
the Guard
Phase II
Tasks: Army PAO
coordinates for images
from UPARS. UPARS
facilitate media
engagement as
approved by DoD PAO.
Media Posture: Active –
Primary engagement
through social media
channels. News releases
to local/national media
Stratcom Priority:
(G1)
Images of Guardsmen
working with Civil
authorities
Theme: Rapid response
capability
Phase III
Tasks: MPAD /PAO
analyze news reports and
localize coverage to
leverage Ga. DOD strat
com messages
Media Posture: No
Change
Stratcom Priority: (G3)
Images of Guardsmen
working with Civil
authorities
Theme: Coordination
with civil authorities.
Phase IV
Tasks: No Change
Media Posture: No
Change
StratCom Priority:
(S3) Images of first
responders and citizens
with Guard in background
role demonstrating
transition.
Theme: transition and
order
Phase V
Tasks: No Change
Media Posture: No
Change
Stratcom Priority: (S2,
F1) Images of
reunions/ signs of
appreciation from
impacted community
Theme: Employer/
community support for
the Guard
6. Facebook and Twitter
Facebook: 498 likes
comments and shares
661 post clicks (links to Flickr
site)
Total 1,159 interactions
Twitter: 49 retweets, 29
favorites Total: 78
interactions.
7. PHASE 0
SHAPE
PHASE 0
Tasks: Determine strat com
message goals. Complete PAG,
Determine key messages by
audience and BPT respond to media
inquiries while synchronizing initial
messaging with GEMA.
Media Posture: Reactive.
Stratcom Priority: (C1)
Communicate capabilities to outside
stakeholders.
Themes: Training and preparedness
8. PHASE 1
ANTICIPATE
Phase I
Tasks: PAO staffs MOC/JOC. Upon
determining responding units,
Component PAOs deliver PAG and
instructions for media engagement.
Media Posture: Active – Primary
engagement through social media
channels
Stratcom Priority: (S1) Localize
response story to feature Guard
response.
Theme: DSCA capabilities unique to
the Guard
9. PHASE 2
RESPOND
Phase II
Tasks: Army PAO coordinates for images
from UPARS. UPARS facilitate media
engagement as approved by DoD PAO.
Media Posture: Active – Primary
engagement through social media
channels. News releases to
local/national media
Stratcom Priority:
(G1)
Images of Guardsmen working with Civil
authorities
Theme: Rapid response capability
10. PHASE 3
OPERATE
Phase III
Tasks: MPAD /PAO analyze news
reports and localize coverage to
leverage Ga. DOD strat com
messages
Media Posture: No Change
Stratcom Priority: (G3) Images of
Guardsmen working with Civil
authorities
Theme: Coordination with civil
authorities.
11. Ga DoD PAO DSCA Tasks
PHASE 4
STABILIZE
Phase IV
Tasks: No Change
Media Posture: No Change
StratCom Priority:
(S3) Images of first responders and
citizens with Guard in background
role demonstrating transition.
Theme: transition and order
12. PHASE 5
Transition
Phase V
Tasks: No Change
Media Posture: No Change
Stratcom Priority: (S2, F1) Images
of reunions/ signs of appreciation
from impacted community
Theme: Employer/ community
support for the Guard